Ulta’s chief marketer on blending brand building and omnichannel marketing

Ulta Beauty’s fiscal year is off to a strong start, with Q1 net sales up 11.1% to $3.2 billion and broad-based growth across all channels and major categories, despite persistent economic pressure on consumers, according to the company. Executives have attributed the success in part to its marketing.
Leading the way is Kelly Mahoney, who was recently named one of the world’s most influential CMOs by Forbes. Mahoney was appointed chief marketer last year after holding key marketing roles since joining Ulta in 2015 and has quickly ramped up efforts and partnerships that build the brand and contribute to growth.